A/B testing enables you to test variations of your mailing. The basic approach is this - take your target group and identify a reasonable percentage as your test group. Send half of the test group one version, and the other half a different version. Examining which version did better helps you better understand what your subscribers prefer.
You can A/B test the following:
- Friendly From
- Subject Line
- One Story
- All Stories
Testing helps you to determine what changes can be implemented to improve delivery and open results for your mailings.
How to perform A/B testing
A/B Testing is available on the Set-Up tab > Properties area of a mailing. Click Edit to select the type of test you want to perform.
On the next page, select the type of testing you want to perform (the default is always None, unless specified by the sender).
If you select Friendly From or Subject Line, the Envelope area displays to allow you to create both versions of either the friendly from or subject line. These are shown below:
To edit, click Edit to open a new pop-up window. Make your change(s) and then click Update to save.
Testing a subject line is a very worthwhile exercise. The subject line remains a very important factor in whether a mailing is opened or not. It's definitely worth your while to do some testing.
Testing one story at a time is a good approach if you're wondering whether the layout of the stories in your mailing could be improved.
When the One Story option is selected within the Set-Up tab, you will subsequently see A/B Versions of the mailing displayed within the Design tab.
Click on the A Version and the content for that mailing version will appear. Pick a story within the A Version of the mailing and select "edit." This One Story option only allows a single story within the mailing to be tested.
Click the check box to Enable A/B Testing for this Story In the editor window that appears.
Next, click the Copy A content to Version B tab. This will automatically copy and paste all of the HTML from Version A of your mailing and paste it into Version B of your mailing. Go into Version B and make the changes you want - compared to the A version - and then save that story.
You can toggle between the A and B versions using the available tabs shown below.
This testing option enables testing on every story in your mailing. The process to create and edit a story is identical to the One Story option.
Once you've created your mailing and are ready to send, the A/B Test option you've selected is displayed on the Send tab.
To check the status of the mailing after it has been sent, navigate to the Sent tab on the mailing list page.
Hover over the icon to the left of the mailing name and select Report. A comparison of both mailing versions is displayed.